Fusing Mexican Heritage with Packaging: Abraham Lule's Custom Card Deck

Abraham Lule is renowned for his exceptional talent in creating captivating and unique packaging designs, and his most recent project is nothing short of a masterpiece that we just had to share! This new project really leans into his illustration skills, tapping into a side of Abraham that we don't always get to see.

Commissioned by Theory11, Abraham created the Sembras Playing Cards pack. He was tasked with creating 18 hand-crafted and custom illustrated cards and an original sticker seal for this card deck, bringing his Mexican heritage directly to the designs. The level of detail in the letter-pressed tuck box is truly remarkable, featuring exquisite sculpted foil stamping and spot embossing, providing a truly tactile experience.

During the creative process, Abraham created his own compelling story for the card deck: "My story was that a family in Mexico finds a book buried by their ancestors, which contains recipes to improve the quality of their libations." From there, the Sembras family, and their book of recipes were born!

"Being born and raised in Mexico, I've always been drawn to the rich culture of my heritage, even in the most modern times, I just find it so inspiring." Abraham shares. He goes on to discuss some of the influences and inspirations that shaped his design for this card deck.

"I drew inspiration from old cigarette packaging, Tequila labels, and the artwork on Mexican currency. I was also inspired by the work of artists and photographers such as Tina Modotti, Manuel Alvarez Bravo, and Diego Rivera."

The seamless blend of Abraham's Mexican heritage, his cultural influences, the brands' voice, and his illustration expertise allowed for the creation of this unique card deck. Can't wait to see these wonderfully illustrated cards in person!

All images were taken by Theory11.